Growth Hacking Guide - Mindset, Framework and Tools

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Growth Hacking
David Arnoux
@darnocks @twoodo
The mindset. The framework. The tools. Some hacks.

David vs. Goliath
vs.
63.6% victory!
Over the past 200 years, when small armies used unconventional
methods they won almos...

Vietnam War
vs.

Airbnb

Airbnb

Dropbox
2.8million invites sent in April 2010! 100k to 4mio users from 2008 to 2010!

Why Growth “Hacking”?
• Startups tend to have limited resources so they need to be
creative to grow, acquire new users and...

What is Growth Hacking?
Growth “Hacking”
CREATIVE
MARKETING
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING

What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOU’RE David
Know your customers by heart
Measure (almost) ev...

Growth Hacker vs. Digital Marketer
ACQUISITION
Digital Marketer
Sales/Product funnel
Growth “Hacker”
ACTIVATION
RETENTION
...

User Acquisition

What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOU’RE David
Know your customers by heart
Measure (almost) ev...

User Acquisition
1.

ACQUISITION
CUSTOMER INTENT
FULFILMENT OF CUSTOMER INTENT
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit yo...

User Acquisition Channels

User Acquisition
(top line growth)

Product-Market Fit
2.

- Is it really time to scale?
- Have we reached
product/market ﬁt?
- How the h*$! do I answer
these questions?
#question

“How would you feel if you could no
longer use my product?”
#todo

Vitamins vs. Painkillers
“Somewhat disappointed” “Very disappointed”

What is the
core user perceived value
of the very disappointed?
#todo

You don’t need 100000’s of
users.
You need 10+ that love it..

Ask these questions...
What motivated you to sign up?
What do you love about our product?
How would you describe our produ...

Talk to your users!
#tool

Pinpoint the
core user perceived value
Keep, store, analyze
all conversations

First User Experience
3.

Show the core value in the
ﬁrst 5 seconds of a visit
“There can be as much value in the blink of
an eye as in months of ra...

Test your
value proposition
again and again
#todo
and again

Test that it works with
5-second tests.
#tool
usabilityhub.com

Show core perceived value in
First User Experience
#todo
= User Onboarding

Deﬁne steps of the ideal
First User Experience
#todo

User Onboarding

Landing page

Sign up

Download the app

Welcome

Getting started

Mobile app? Check out uxarchive.com

Best examples of user onboarding ever?

Measure, Test, Iterate!
drop!

MEASURE/TRACK
your website performance

HARD DATA
WHAT’s happening
on my website?

Your best friends
#tools

What to measure?

Read:
http://blog.twoodo.com/288/best-intro-guide-to-saas-
startup-metrics/
#todo

ACQUISITION
CUSTOMER INTENT
FULFILMENT OF CUSTOMER INTENT
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit yo...

UTM Trackers
google URL builder
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost
&utm_medium=s...

Which acquisition channels are working for us?

How are they working down the funnel?

Keep track of your UTM rules

ACQUISITION
CUSTOMER INTENT
FULFILMENT OF CUSTOMER INTENT
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit yo...

What metrics
should we be measuring?
#question

Who is our customer?
What do they want to
achieve with our product?
How does this translate into
website events?
#question

Step 1: Deﬁne key business objective
Shoe shop
= Sell shoes

Step 1: Deﬁne key business objective
Airbnb
= Rent out “spaces”

Step 2: Deﬁne KPIs
Shoe shop
= # of shoes sold

Step 2: Deﬁne KPIs
Airbnb
1. # of spaces rented
2. # of spaces put up for rent

Step 3: Deﬁne the conversion funnel
Shoe shop
Home page > product page
> checkout > sign up > pay

Step 3: Deﬁne the conversion funnel
Airbnb
1. Host: Visited a page > Clicked on “list my
space” > clicked “continue” > cl...

Step 4: Deﬁne your segmentation criteria
Traﬃc source
Location
New vs. Returning
Man vs. Woman
Mobile vs. Webapp

Step5: Deﬁne your objectives
= sell 200 pairs
+ 20% monthly increase

Know where you’re losing visitors
(and money)
Visited Signed up Activated Referred

Know if users are retained

Why?
is this happening?
#question

SOFT DATA
WHY is this happening?

Why do problems occur?
= hypothesis on
how to solve

Talk to your users!
#tool

Set up “exit surveys”
#tool

Usability testing

Usability’s holy grail

See a drop > jump to inspectlet > hypothesis
drop!
hypothesis 50 videos at 5x speed

What to do with all these
hypothesis?

Data & Testing
(conversion rate optimization)
4.

AB test your sign up forms!
(source: contentverve.com)

12% conversion
AB test your Value Proposition

AB test your Value Proposition
26% conversion

A/B test your copywriting
+60%

A/B test imagery and colors
(source: contentverve.com)

A/B test testimonials
(source: conversionxl.com)

A/B test referral pages
+200%

A/B test payment pages
+16% sales

A/B Test Usability

OMG so much to test!!
Buy Now? Purchase? Checkout? Add to Cart? Change the call-to-action (CTA) text on your buttons to se...

Iz overwhelmed.

Identify your
most important pages
Top landing pages
Top exit pages
Highest traﬃc pages
Most expensive pages

P.I.E.S

Potential 1 - 10
Importance 1 - 10
Ease 1 - 10
= Sum 3 - 30

A/B Testing ideas

Test the concept
before you test the design!

“How we increased our retention rates by
270% in 6 weeks”
“We grew our home page conversion rate by
133%”

Growth Hacker tools
These have saved me from
learning to code :D

Be careful
• There is no point in scaling if you have not reached
product/market ﬁt (Sean Ellis recommends 40% of users
sh...

Thanks!
Q? / A!
David Arnoux
@darnocks @twoodo

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